02. The new anti-aging playbook

Welcome back to AND/AND by CB&Co.

After a brief summer hiatus, we’re diving into fresh cultural insights. Each edition of AND/AND examines the intersection of cultural movements, community impact and commercial opportunities—whether brands are getting it right or missing the mark.

CULTURE: The Anti-Aging Glow Up

• Over the last decade+, Millennials softened the conversation around aging, relying on terms like "revitalize," “smooth,” and "age-defying." A copywriter’s nightmare.

• But Gen Z flipped the script. From glow-ups to hot-girl everything to #maintenanceroutine and tweakments, they’ve been embracing self-improvement openly. 

  • It may seem like this relentless pursuit of better goes against body positivity and acceptance, but actually, it’s a more authentic take on the inevitable changes in our appearance. 

• The stigma around Botox and injectables has also faded.  

  • A 2021 McKinsey report predicted 12-14% annual growth in aesthetic injectables through 2026, driven by accessible med spas and beauty bars. 

  • Peachy, a Botox startup, revealed Gen Z as its fastest-growing cohort. 

• The people want what the people want… but at what cost?

COMMUNITY: The Rise of ‘Sephora Kids’

• At the height of every movement comes a counter-movement: The Glow Down is the New Glow Up (The Cut).

  • Content creators and influencers speak out about the harmful mental and physical effects of relentlessly striving to become their idealized version of themselves.

• While embracing anti-aging for older audiences seems harmless, what happens when this appearance-driven mindset seeps down to Gen Alpha? 

  • Enter the “Sephora Kids”—preteens mimicking influencers and older siblings by buying adult-grade skincare. We’re talking $74 Drunk Elephant Retinol.

• Shoutout to Sweden’s, Apotek Hjätat, a drugstore that banned children under 15 from buying anti-aging products without parental consent, citing concerns over early exposure to ingredients like retinol and AHA. 

  • And California is exploring similar regulations (Beauty Matter). 

• This raises questions about the ethical implications of exposing younger generations to adult beauty routines.

COMMERCE: The New Anti-Aging Playbook

• Brands are leaning into anti-aging… but with a new approach.

• Companies like The Ordinary and Paula’s Choice focus on performance-driven scientific advances, while others, like Dr. Barbara Sturm and Tata Harper, merge anti-aging with holistic wellness.

• On the other hand, legacy brands like Olay and L’Oréal struggle to resonate with today’s transparency-driven consumers, as they rely on outdated playbooks. 

• Today’s consumers demand innovation, transparency, authenticity, and results.

IMPACT REPORT: Navigating the Anti-Aging Evolution

The unapologetic embrace of anti-aging highlights a broader societal desire to look and feel our best while acknowledging… reality. This presents a unique opportunity for brands, but it also comes with added responsibility. 

Here’s how brands can navigate:

1. Transparency as a Core Value
   Consumers, especially Millennials and Gen Z, demand clear, evidence-backed claims. Brands like The Ordinary set the standard with ingredient transparency and scientific backing. Brands should build trust by focusing on education, real data, and dermatologist-backed claims.

2. Multi-Generational Product Lines
   Expand offerings to cater to specific age groups, from “starter” skincare for preteens to advanced solutions for older consumers. Promote skin health, self-care, and preventative routines for younger audiences, emphasizing age-appropriate ingredients like peptides and gentle agents.

3. Ethical Marketing to Younger Audiences
   Gen Alpha's entry into beauty reveals a shift in consumer culture, where age distinctions blur, and younger consumers actively shape trends. Tread carefully when marketing to Gen Alpha, promoting wellness over anti-aging. Align with responsible standards and encourage healthy skin habits, hydration, and sun protection rather than premature anti-aging measures.

4. Collaborate with Influencers to Shift the Conversation
   Partner with influencers who advocate for wellness and authenticity, moving away from aesthetic perfection. Create content that promotes self-care and feeling confident at any age, rather than promising unrealistic results.

Parting Thoughts
Brands have the chance to reframe anti-aging as part of a broader wellness narrative, aligned with consumer values of transparency and authenticity. By acknowledging Gen Alpha’s influence while meeting the needs of older consumers, brands can build a multi-generational approach that feels inclusive and empowering. The goal is not just to chase youth, but to celebrate healthy skin and the natural process of aging.

CB&CO builds resilient brands by connecting deeply with culture. We unlock insights that drive both community and commercial impact. Learn more about our work.